Press Release

Promote Shetland Contract Awarded

Following a competitive tendering process, Shetland Islands Council is pleased to announce that the contract to promote Shetland has been awarded to Shetland Amenity Trust for an initial two year period.

Chairman of the Council’s Economic Development Unit Josie Simpson said:

“This is an extremely important service for Shetland and, whilst it will concentrate initially on visitor promotion, the service will extend to provide wider promotion for Shetland as a place, working closely with other business sectors and wider community in order to promote positive aspects of Shetland. Successful countries and regions around the world are already actively involved in promoting positive aspects of life in their areas in order to secure a successful future and, in Shetland, this service will give these efforts a real focus as it develops. We had a range of outstanding candidates interested in developing the service, but were ultimately impressed with Shetland Amenity Trust’s approach and the team it has assembled to manage the service. This is an exciting opportunity for Shetland to promote its inherent strengths as a quality destination to visit, live, work and invest in whilst recognising other aspects of life here such as Shetland’s world class quality produce and enabling it to be given the recognition it deserves.”

Jimmy Moncrieff, General Manager of Shetland Amenity Trust who will oversee the contract, said: “We are honoured to be given the opportunity to contribute to the success of Shetland and are looking forward to the challenges ahead. We see this as a tremendous opportunity for us to work in partnership with all local stakeholders and the National Tourist Board, so that both Shetland and Scotland’s interests are met.”

Shetland Amenity Trust is an established organisation with a successful track record in tourism development. This initiative naturally fits within its remit and builds on their previous successes in the field of destination development.

Mr Simpson added: “Destination development and management organisations are the way forward to enable islands and regions to play to their strengths and, with Promote Shetland, we are leading the way.”